Woman: Hello, I’m thinking of going on a walking trip to the Alps.Travel agent: I see madam, we’re excellent at walking trips to the Alps.Woman: That’s good. Can you tell me a bit more?Travel agent: We’re excellent at walking trips to the Alps. We also organise walking trips to Corsica, the Pyrenees and Majorca.Woman: Nice, but I’m interested in the Alps.Travel Agent: We’re excellent at walking trips to the Alps. We also go to Antarctica.Woman: Goodbye.

Scene 2. A woman enters travel agency

Woman: Hello, I’m thinking of going on a walking trip to the Alps.Travel agent: I can help you with that, we organise walking trips to the Alps.Woman.: That’s good. Can you tell me a bit more?Travel agent: When were you thinking of going?Woman: I’m not sure.Travel agent. This guide to the best times to travel might help you decide. Take it, it’s free.Woman: Thanks. Summertime probably. My partner is very interested in Alpine plant life.Travel agent: This might help, it’s our guide to the Flora and Fauna of the Alps. We’ve highlighted the best walks, and put in the details of the places you can stay on the way.Woman: Thanks. But to be honest, I’m not that interested in the flowers. Is there anything else for me to do while he’s hunting Edelweiss? Something a bit more exciting?Travel agent: Try this video ‘Ten amazing Alps experiences.’ We made it last year on one of our adventure trips. It’s pretty awesome. Especially the paragliding bit. Amazing views.’Woman: Thank you, you’ve been really helpful. I’ll get back to you.

Okay, so that’s all pretty unrealistic, but you get the idea. Your website is the travel agency. It’s no good having lots and lots of destinations on offer, if you can’t demonstrate that you know the places inside out. Huge websites with multiple service pages that say ‘we’re excellent at this,’ but which don’t offer further routes to explore won’t engage people.
You need the kind of helpful content your clients are looking for to show that you know your stuff. The right content will keep them interested, help them make a choice, and trust you. And that’s the bottom line. ‘We also go to Antarctica’ will leave you out in the cold.

If you want help creating the right content for your website, call me on 07985 015300.